Marketing Research Exam #1

Application of reasoning to understand the data collected a. Data Analysis B. Editing C. coding D.Sampling

Data Analysis

A one-on-one interview between a professional researcher and respondent. The respondent answers a series of questions. The researcher probes for elaboration about initial ideas

Depth Interviews

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a hypothesis.

False

T/F The conclusions and recommendations section presents the findings of the project and should include tables and charts of the research results

False

T/F The executive Summary of the research report should be written before the report itself is written

False

T/F Timeliness means that the data are not more than a few years old

False

T/F When secrecy is a major concern, it is best to use an outside research

False

T/F the conclusions and recommendations section presents findings that should include tables and charts of the results

False

When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific method

False

Researcher records first thoughts that come to consumer's mind about a stimulus a. Laddering b. field notes c. depth interviews d.conversations e. focus group interview

Field Notes

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n):

Hypothesis

Researcher usually uses a written form and asks respondents to complete short essay questions to open-ended questions

Laddering

The last section of the research report that should be written is the_____.

Summary

Researcher provides ambiguous and respondent tells a story about the picture

Thematic Apperception Test

T/F The scientific method used by researchers is essentially the same process in marketing as in the physical sciences.

True

T/F When a researcher presents results suggest a small difference looks larger and more meaningful, the researcher is misrepresenting the research findings.

True

T/F detailed and comprehensive tables should be presented in an apendix to the research report

True

Of the factors determining when marketing research is needed, the factor that is described as, "when managers lack adequate information, data need to be collected from an appropriate source in a timely fashion" is called _____________

avalability

A A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. Which factor is the determinant of the need for marketing research in this case? a. nature of the decision b. Time constraints c. Availability of data d. Cost considerations

b. Time constraints

Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem? a. performance monitoring b. Basic research c. total quality management d. scientific method

basic research

A decision support system that gathers information about customers such as sales history and customer preferences is known as a(n) ____________________ system.

customer relationship management

Which of the following are advantages of in-house research? a) quick turn around b) better internal collaboration c) cheaper costs d) all of the above

d) all of the above

Identifying target market demographics for a shopping center located in Omaha, Nebraska a. exploratory b. descriptive c. causal

descriptive

Unstructured, free-flowing interview with a group of 6-10 people

focus group interview

answers basic questions

foundational

When an individual understands what the researcher wants him or her to do and agrees to the research study, the individual has given ______.

informed consent

States specific research objectives

introduction

examines the impact of broad issues like competitors impact the firm

issues

A furniture manufacturer reads a research report indicating consumer trends toward Kari wood a. problem b. opportunity c. symptom

opportunity

The number of cigarette smokers in Africa is expected to increase over the next decade a. opportunity b. problem c. symptom

opportunity

monitor specific metrics

performance

A fine-dining establishment cannot find enough skilled applicants to serve customers a. o b. p c. s

problem

Asking a target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research? a. Distribution research b. Copy testing c. Product research d. Promotion research

product research

data collected matches the reality

quality

facts are logically connected to the situation

relevance

Research that is intersubjectively certifiable means that it is ________

replicable

describes how the results were collected

research design

Qualitative research relies on the researcher extracting meaning from open-ended responses. This means the approach is ________________ - dependent.

researcher

presents the findings of the study that bear on the research objectives

results

describes target population

sample design

Procedure that involves making decisions based on measurements from a portion of the population. a. Data Analysis B. Editing C. coding D.Sampling

sampling

A 12.5 percent decrease in store traffic for a shoe store in a city mall a. opportunity b. problem c. symptom

symptom

answers questions like how effective a pricing change will be

testing

If Wendy's fast food restaurant trying to determine if its new veggie burger will be successful, it is using basic or applied research. Basic or applied

Applied

Of the factors determining when marketing research is needed, the factor that is described as, "when managers lack adequate information, data need to be collected from an appropriate source in a timely fashion" is called _____________

Availability of data

Informal data-gathering approach that is unstructured; researchers has minimal initial expectations

conversations

If a marketing researcher studies the effects of music on consumption in a restaurant setting , he or she is using applied or basic research?

Basic

When a researcher attempts to expand the limits of marketing knowledge in general, and as such is not aimed at solving a particular pragmatic problem, he or she is using applied or basic research?

Basic

Rules for interpreting, categorizing, recording, and transferring data to the data storage media a. Data Analysis B. Editing C. coding D.Sampling

Coding

Identifying target market demographics for a shopping center located in Omaha, Nebraska

Descriptive research

Checking the data for omissions, legibility, and consistency a. Data Analysis B. Editing C. coding D.Sampling

Editing

Asking some shoppers how they feel about Fareway adding online grocery ordering a. Exploratory b. descriptive c. causal

Exploratory

Exploring attitudes about service satisfaction

Exploratory Research

Information that is accurate, valid, and reliable is said to be of high _____. a. relevance b. Quality c. pertinence d. Completeness

Quality

Which of the following is the weakest form of causality, but is still a useful concept? a. absolute causality b. contributory causality c. conditional causality d. secondary causality

b. contributory causality

What is the first stage of the marketing research process? a. planning a research design b. defining the research objectives c. analyzing the data d. planning a sample

b. defining the research objectives

An organization's inventory figures are a good example of _______. a. cookies b. internal records c. external records d. CRM

b. internal records

Which aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal? a. sample design b. research design c. analysis d. data collection

b. research design

A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. Which question should this manager ask himself or herself? a. is the proposed research expenditure minimal? b. will the information gained by marketing research interesting? c. will the payoff from the research be worth investing the dollar expenditures for research? d. Is the information useful to customers?

c

Testing the effect of the inside temperature of a clothing store on sales of outerwear a. exploratory b. descriptive c. causal

causal

Establishing the relationship between advertising sales in the beer industry

causal research

sufficient relevant information available to develop useful decisions

completeness

In which section of the research report should extremely comprehensive or detailed charts be placed? a. introduction b. body c. executive summary d. appendix

d. appendix

The idea that information involved in a research will not be shared with others is known as_____. a. consent b. privacy c. anonymity d. confidentiality

d. confidentiality

All of the following are advantages of semi- structured interviews EXCEPT for the ______. a. ability to address more specific issues b. often easier interpretation of responses c. ability to administer questions without an interviewer d. high degree of scrutiny

d. high degree of scrutiny

Data is not so old that it is irrelevant

timliness